Multi-Unit Discounting and Discount Size: Getting More Out of Less

Devon DelVecchio, Miami University, USA
Timothy Heath, Miami University of Ohio, USA
This study investigates the interaction of multi-unit discounts and discount value. Increasing the units listed in such discounts (e.g., “two for $4” vs. “six for $12) in Study 1 limits the effect of discount size enough so that smaller value discounts sometimes produce more purchasing than larger value discounts. Study 2 experimentally replicates this field study and shows that the greater usage-consistent thoughts (e.g., thinking of ways to use more of the product) associated with larger unit deals (e.g., “6 for”) are partially offset by less positive deal affect. Results suggest that sellers can increase sales by promoting larger purchase quantities as much as by deepening discounts.
[ to cite ]:
Devon DelVecchio and Timothy Heath (2010) ,"Multi-Unit Discounting and Discount Size: Getting More Out of Less", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 621-621 .